Equinox Hotel Hudson Yards finds success with Google Hotel Ads

Driving direct bookings via search engine engagement

THE CHALLENGE

Equinox Hotels Hudson Yards needed a Google Hotel Ads (GHA) strategy that would reclaim market share from the OTAs and drive more direct bookings to their property.

THE SOLUTION

With an eye toward both optimizing spend and reaching the most likely to book users in the lower funnel, Cendyn’s metasearch experts made strategic bid optimizations based on prior performance, search volume trends, and successful SEM and GDN tactics. Analyzing prior campaign data and trends allowed our team to adjust the campaign’s bid multipliers, as well as reflect the most likely to book user’s tendencies (including device type, location, length of stay, booking window, and traveler set dates).

THE RESULTS

The campaign proved to be a success, resulting in 25 bookings, 40 nights booked, and an 1100% ROAS over the course of just two months.

HIGHLIGHTS

Increase position on Google Hotel Ads

With the proper device, location, interaction and audience bid optimizations, higher conversion rates were generated while staying within budget.

Level the playing field with OTAs

When Google visitors enter dates for the destination, the data captured makes it possible to compete with the OTAs for the direct-book sale.

Attract users to booking engine

With deep links to the booking engine and Google’s strong focus on optimizations, hotel ads drive significantly more qualified traffic to the hotel website.

11X
ROAS
25
BOOKINGS
562
CLICKS

This case study was completed before the Cendyn and NextGuest merger but Equinox Hotel Hudson Yards can now benefit from the suite of Cendyn products.

Equinox Hotels

About

Equinox Hotels redefines luxury as the ultimate in experience, designed as a dynamic interplay between spaces created to maximize your potential, performance and pleasure as they carry you from day through to the ultimate night’s sleep.

Products Used

Digital Marketing
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